Hey all - since the first post was so well-received (1200 views!), I wanted to share another free report to help out
Every week I write actionable guides on how bootstrappers can hustle and create more business for their project by sharing insights from my work as a sales rep for a six figure SaaS.
I've been asked how to get press coverage for a project. This week, I'll share how you can use cold email to get your project in major media outlets for free.
The best part - when it works, you'll have a shortcut to get press for your next launch.
The standard approach is to email every "tip" handle at news outlets. Using email addresses like firstname.lastname@example.org and email@example.com to share your story makes you contend with the thousands of other emails in those inboxes. It's like throwing your product into a virtual dumpster.
One targeted email can result in more success than 1,000 non-targeted emails to every singe journalist out there! Pieter Levels, NomadList
Let's start with your business.
Do you make a premium newsletter?
Are you launching a crowdfunding campaign?
Are you a small business surviving against the odds during COVID?
Good, we'll mix that with some Google-fu to see who's already written about your type of story, using a few tools in the next section.
While tools like Submit.co and PressHunt.co can compile journalist info, it's still worth looking within certain news outlets to see who's writing stories in your vein. This will help us in the next step. If you run into trouble, a good rule of thumb is: who's written about your competitors?
We want to run a search on these news outlets and see if they've written about businesses like us before. Google search operators can help us sift through the noise. Ahrefs has a great compilation of all of these operators.
Adding "site:" ****lets us narrow down to just one website. So if we want to find if Mashable's written about premium newsletters, we can google "site:mashable.com premium newsletter," and...
Voila! I see two articles right away. But they're not all that recent. That means I'd have less of a chance capitalizing on a recent trend for this journalist. Let's add something to our search to make it more recent.
We'll try something similar, but with date attached: "intitle:2020 site:buzzfeed.com premium newsletter," and...
I want to send her a short and sweet note. It can now be personal because I know her writing style.
You were right about the 20 subscriptions that'll make 2020 better. I don't know how I would've survived without insert product!
I made a subscription newsletter (newsletter.com) to make your 2021 better. Let me know if you'd like more info about it 🙂
It's personalized to them, fast, and concise. Now, if they like it, they'll always ask to know more. That's when you can share more info, some images, and make it easy for them to write about you. If you make their job simple, you'll go a long way. And when they write about you once, they're that much more likely to do it again?
How do I know this? I've had my experiences with it too 👇
I was a college kid drumming up business for my first ecommerce site. It promised food from Rochester, NY (a land of fine cuisine), shipped anywhere in the world.
Thing is, I was at school 3,000 miles away in California. I wanted to see if anyone wanted to buy this before I committed to sourcing product across the country. So I started emailing journalists that I saw were writing about local businesses. And it was terrible:
How many responses did this tactic get?
❌ I called her "Ms," way too formal
❌ I threw in all my pleasantries of "great to meet you" when I should have just got to the point.
❌ Way to big of a block of text. It needs to be something they can scan in 4 - 5 seconds.
✅ I called out an article that I had a personal connection to
✅ I made my business relevant to his
✅ I was friendly, familiar, and concise
All of the sudden, I had free press! From a simple cold email. The business benefitted too - I had 30 orders that week, which meant I should figure out how to buy inventory.
Not only that, but any time I had updates to the business or new projects, I had a contact at several different press outlets who were familiar with my work and were more receptive to writing about me.
In closing, I hope this has shown a more repeatable and successful approach to earning free press. The easy and suggested route has virtually no benefit. The upside to treating it like a sales process is nearly unlimited. Whether you're just launching for the first time or the tenth time, you have a unique angle that someone wants to talk about. Hope this helps you find them!
If you liked this post, and are an entrepreneur who is serious about finding your first customer or your hundredth, I'd love for you to be a part of my premium newsletter. Every week, I release a newsletter just like this one, available exclusively to those subscribers. check me out at https://salesadvice.io/, looking forward to hearing from you!
I'll also eventually be doing a free version of this newsletter!